Today’s teens, a.k.a. iGen, are the first digital purebreds: an agile but also risk-averse group for whom a culture of individualism, even personal branding, is a default setting. What does this mean for brands? A huge opportunity to engage via platforms and services that celebrate the self, but only if it's underscored by reassurance and a sense of control. 

While not necessarily reaching for the entrepreneurial stars like their ballsier, more narcissistic predecessors, Gen Z do believe in side hustles to supplement their studies and/or support future careers. Shrewd retailers are responding with micro trading and resales concepts – interactive e-platforms where brand fans can earn while playing shopkeeper. For most, honesty and authenticity are key to connecting.

According to British consumer psychologist Paul Marsden: “Gen Z is ambitious, but has performance issues; they need a Viagra for life.” From pathway-to-pro stores to boot camps that teach pitching skills, there’s a key, career-boosting-commerce opportunity in monetising mentorship – creating brand halos based not just on product, but also tangible help.

Innovative finance brands are backing small-scale teenpreneurs with bank accounts that take parental constraints out of the equation. For a generation that values control and dependability, it’s a vote of confidence (and a much-needed schooling in money management) that’s set to have major appeal. See also Platforms & Services Reborn in The Future of Money.

Consumer collaborations aren’t new (see Beta Brandscapes), but an evolved breed of collisions based around tapping into smaller ‘tribes’ are deepening brand-fan connections. From gaming to beauty, they’re fuelling Gen Z’s cherished sense of purpose by allowing them to express themselves artistically, intellectually, and in some cases, presenting semi-professional follow-up opportunities.

The influencer economy must shape-shift to resonate with Gen Z audiences, making in-brand incubators especially relevant. In Asia, where social media dominates e-tail spending (for Single’s Day 2017, six Alibaba-backed influencer brands were in the top 30 female apparel brands), live commerce will be key to feeding the consumer addiction. Meanwhile in Europe/US, a more socially positive understanding of their role and relevance is emerging.